Meet the London mentors
Oriana Gaeta
Oriana is an independent Creative Director working at the intersection of brand, digital and experiential design, partnering directly with brands, studios and agencies. Her work spans digital experiences, identities, installations and visual languages for global brands including Nike, Adidas, Dr. Martens, Rapha, Chanel and Moncler.
Over the years, she has helped build digital capabilities within creative studios, bringing together brand, digital, experiential and 3D disciplines, and has worked with emerging sustainability-focused businesses to shape ideas and bring them to life.
Oriana is passionate about mentoring the next generation of creatives and creating a more inclusive industry, particularly for women and non-binary creatives. Her work has been recognised by Cannes Lions, D&AD, Red Dot and One Show, and she has spoken at international design conferences and served on award juries.
Career & Background
What inspired you to do what you are doing now?
I found out that design could be a career by chance. I didn’t know that the album covers and logos I was creating for my friends could actually become a job, but once that was on the table I felt I finally found my path, after a long time spent changing university specialisations and not really knowing what to do with my life or what I liked to do even. So I guess that instinct and chance played a big part in it.
Could you tell us a bit about your professional background?
I am self thought, I don’t have a formal design education and majority of my learning has happened through exploration, observation and built experience. After a short experience in a local agency in Italy, where I’m from, I got offered a job in a digital focussed design studio in London. Since then I joined big agencies and smaller, design oriented, boutique studios and worked on small and big clients. I always loved all kinds of design and created for myself the briefs I wanted to do even when the projects didn’t come my way. In this way I managed to get exposed to brand, campaign, digital, immersive, experiential and installation work, creating what is ultimately my expertise right now, 360 Brand experiences and frameworks.
Your favourite food for thought
Podcasts / Thought Leaders
I listen to very few industry podcast (true crime podcasts mainly!), but I need to share the love for What Does Your Mum Think hosted by Kristian Shepherd, Awaiting Approval hosted by Adam Jennings and Not Creative hosted by Natasha Szczerb and Jessie Tracy.
What drives and inspires you
What are your core values?
Authenticity, Balance, Curiosity
Who is your biggest inspiration and why?
I don’t have a specific person I admire the most, but I truly am inspired by anyone who lives by their principles and doesn’t compromise on them.
You as a Mentor
Why have you decided to become a mentor?
I was lucky enough to meet loads of incredible creatives and designers in my career that I could learn from and that guided me through my path, gave me opportunities and overall helped shaping who I am today professionally. But I also had to figure out a lot of stuff on my own, advocate for myself, and work hard to get those opportunities. I like the idea of being a bridge for someone and simplify their path, their journey to those answers and ultimately their goals.
What are the top skills or qualities you bring to mentoring?
Direct and honest, Intuitive, Open-minded, Supportive, Willing to be vulnerable
Ready to apply?
The best time is right now. Take a chance – you never know where an Assisterhood mentor can take you.